Jumia Kenya posted record sales of Sh6.4 billion ($49.7 million) in the second quarter of 2026, marking an 84.1% increase compared to Sh3.5 billion ($27 million) in the same period last year. This growth was fuelled by strong demand for fashion, beauty, and home living products, which offset a decline in smartphone sales.

Kenya stands as Jumia’s third-largest market across Africa, contributing 23% to the group’s total Gross Merchandise Value (GMV) of $216.3 million (Sh2.9 billion) for the quarter. The GMV represents the total value of goods and services sold via Jumia’s platform.

Category Shifts and Market Dynamics

The company highlighted a shift in product mix favoring categories with lower average item values but higher margins, such as fashion and beauty. Conversely, smartphone sales suffered due to global supply chain disruptions and rising prices.

The surge in smartphone prices is linked to a global shortage of memory chips and processors, partly driven by increased demand from AI infrastructure development. This has led to higher manufacturing costs and limited availability of entry-level and mid-tier devices, crucial segments in Kenya’s market.

For example, prices for entry-level smartphones like Vivo have jumped by 80%, from Sh9,999 to Sh17,999, while mid-range models have increased by 28% over two years.

Operational Challenges and Strategic Focus

Additional disruptions from geopolitical tensions affecting air freight routes through the Gulf region further compounded supply issues. Jumia’s electronics and phone categories were directly impacted by these logistical challenges.

Since launching in Kenya in 2013, Jumia has faced profitability challenges, prompting cost-cutting measures including market exits (Algeria, South Africa, Tunisia) and the removal of grocery and food delivery services in several markets including Kenya.

Expansion into smaller towns has supported growth, with orders from upcountry regions rising to 61% of total orders in Q2 2026, up from 59% the previous year.

Outlook

Jumia aims to break even by the final quarter of 2026 and expects to achieve full-year profitability in 2027.